Publish Date: 11/6/2025
As interest in supporting domestic manufacturing continues to grow, understanding how consumers perceive and value “Made in America” products has never been more important. The Home Improvement Research Institute’s Made in America Study explores how shoppers evaluate American-made home improvement products versus imported goods, the factors driving their purchase decisions, and the impact of economic conditions such as tariffs on these preferences. This research provides manufacturers, retailers, and marketers with valuable insights into consumer behavior, brand trust, and the evolving significance of domestic production in the home improvement market.
Research Objectives:
- Measure how much consumers value “Made in America” labels when purchasing home improvement products relative to other countries.
- Compare perceptions of quality, brand reputation, and trust for American-made versus imported products.
- Conduct conjoint analysis to assess willingness to pay for domestically produced goods vs. other countries and under what conditions.
- Evaluate the consumer impact of tariffs on Made in America preference.
- Segment homeowners based on attitudinal characteristics to uncover distinct profiles and decision-making patterns.
